Brand

His personal brand was grounded in humanity, steadiness, and clear-eyed optimism.

You already have a personal brand. It’s not your major or your resume—it’s the impression you leave behind in class discussions, group projects, emails, job interviews, and social media posts. A strong brand opens doors. It builds trust, generates opportunities, and helps others remember you for the right reasons. 

Deliberately building and enhancing your brand is worth the effort. In today’s challenging job market, employers aren’t just hiring skillsets—they’re hiring reputations and potential. That means your online presence, your relationships, and your ability to articulate your values matter.

Perhaps most importantly, doing the work to determine and build your brand helps you become a valued leader at home and in your community, not just your workplace. 

• Discover and define your personal brand.
• Align your online presence with that brand.
• Build a brand through relationships and service.
• Use your brand to stand out in the job search.
• Stay ready and keep growing.

1. Discover Your Brand

What are your natural strengths? These could be technical skills like data analysis or writing, or soft skills like empathy and attention to detail. The CliftonStrengths Assessment can help identify your top talents, but informal feedback is just as valuable. Ask a few trusted friends or mentors: What three words would you use to describe me?

Then, get clear about your core values. Is service important to you? Creativity? Responsibility? Social psychologist Amy Cuddy notes that affirming your values boosts your self-esteem and lowers stress. When you act from your values, you tap into the power to influence others.

When you identify and live your core values—like Sorenson’s steadiness and responsibility—you’re not just preparing for a job; you are preparing to lead.

2. Align Your Online Presence

Your brand is more than your digital footprint—but your digital presence still matters. In fact, it might be your only chance to make a first impression. Employers and recruiters will likely Google you before an interview, and what they find should support your brand. Try this: open a private or incognito browser window and search your name. What do you see?

So in this competitive job market—especially for recent graduates—proactively manage your online presence. Employers are not only looking for reasons to eliminate candidates but also for positive indicators that support hiring decisions. A well-curated online profile can enhance your employability, and negative elements may eliminate you from consideration.

3. Build Relationships That Reinforce Your Brand

A brand grows through consistent action and by building relationships. Think of networking as giving, not asking. Attend events. Join clubs. Sit next to someone new. Ask questions. Find mentors. Help put away chairs. According to Harvard economist Arthur C. Brooks, the act of helping others not only builds goodwill, it actually makes you happier.

As you take these steps to connect, remember that relationships are reciprocal. Your professors, coworkers, and community leaders are often eager to help. But before you seek guidance, clearly articulate your strengths, interests, and goals. When others see your potential, they’re more likely to invest in it.

Trusted leaders like Sorensen didn’t build their brand alone. He built credibility by investing in people, listening deeply, and staying visible–long before he became CEO. You are doing the same when you ask good questions, show up prepared, and treat every team member with respect. People remember those qualities. 

4. Use Your Brand in the Job Hunt

Strong brands stand out. When you know who you are and what you bring to the table, you can more easily craft an elevator pitch, tailor your resume, and write a persuasive cover letter. Don’t just list past tasks—highlight the sometimes obscure details that reflect your interests and values. Volunteering as a Little League coach or running problem-solving retreats shows, rather than tells, who you are.

Use platforms like Handshake, a career platform focused on college students and recent graduates, to connect with employers seeking students and alumni. Also, build and maintain a profile on LinkedIn, the world’s largest professional network, to reach a broader, career-minded audience.

When Sorenson spoke during the crisis, his credibility made people listen. As a student, you can start building that credibility by properly framing your experiences—clearly, humbly, and confidently.

5. Stay Ready and Keep Growing

Your brand isn’t static. As you gain experience, refine your skills, and expand your network, your brand should evolve too. One way to express that evolving story is through a short, memorable introduction—an elevator pitch. Practice this 30–45 second summary of who you are, what you’re working on, and what you’re aiming for until it sounds natural, not rehearsed.

Augment your practice by using Big Interview or StandOut to prepare for interviews where you should not only tell but also show who you are. And most importantly, keep showing up and contributing. Your brand becomes stronger every time you act in alignment with it.

You are not a Fortune 500 CEO—yet. But you are someone with a brand. Like Sorenson, your defining moments will reveal what kind of leader you are becoming.

“You are always communicating your brand—whether you mean to or not.”

Your personal brand is your most valuable career asset. Define your values, polish your presence, build relationships through service, and tell your story with confidence. When the spotlight turns your way–whether in a job interview, a team conflict, or a chance to lead–your brand will enable you to succeed.